A property advertisement can sound impressive while telling a prospective occupier very little.

“Prime location”, “exceptional opportunity” and “versatile space” provide limited help to a business deciding whether premises will support its operations.

Joe Sokolic, founder and CEO of Sokolic Property Group, believes AI should raise the standard of information in property marketing.

“If AI simply helps us produce more generic descriptions, we have missed the opportunity,” says Sokolic. “The aim should be to answer the questions a serious prospect would ask.”

For an industrial occupier, those questions might concern vehicle access, loading facilities, power and internal clearance. An office tenant may prioritise staff access, parking, layout and the full occupancy cost. A retailer may need to understand visibility, customer access and the surrounding trading environment.

Those differences should shape the message.

Using a verified property record, AI can assist with drafting material for different audiences. The discipline is to vary the emphasis while keeping the facts consistent.

A feature should never appear simply because it would make the advertisement more persuasive. If backup power has not been confirmed, the copy should not imply that it exists. If a use requires further investigation, marketing should preserve that uncertainty.

“Good marketing makes the property easier to assess,” Sokolic says. “It should also help an unsuitable prospect recognise early that the premises will not meet their needs.”

That approach changes the definition of success. A campaign attracting fewer enquiries may still be more productive if those enquiries are better aligned with the property.

For Sokolic, the test is straightforward: does the material help someone make an informed decision?

“The best property copy gives the next conversation a better starting point.”

Continue the conversation

Want to discuss your property requirements, explore the ideas in this article, or arrange a media interview with Joe Sokolic? Contact the Sokolic Property Group marketing team.

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